I had the pleasure of working with one of the greatest companies in the retirement business, Hawthorn Senior Living. This included collaborating with the marketing department to create several promotional materials, from event flyers and collateral to building signage and unique giveaways. It was important to portray a unifying brand and value across 77 different independent living communities nationwide, creating eye-catching visuals while remaining true to the Hawthorn heart residents have come to expect.
Making the old
new again
As more and more seniors familiarize themselves with the internet, it is important to develop a strong and clear online presence. This was pioneered by a series of modal blog templates, creating a cohesive identity of old and new elements showcasing an aptitude for the company to embrace a compelling future while still respecting the warmth of tradition that came before it.
We embodied this with bright blues and golds contrasted with warm ochres and reds to illicit a cozy atmosphere while planning for an exciting future. To help with navigating a digital space, we endeavored to create a well-rounded library of icons and organic patterns that had bold and clear identification with welcoming rounded strokes, exemplified in the web templates below.
During my time at Hawthorn, I worked on various updates to the branding and style, which included creating a logo, icon asset library, and various keynote and PowerPoint presentation templates for their educational series for seniors, their employee training modules, and different onboarding scenarios, all under the brand: Hawthorn Academy. The following are some examples of the final deployment.
